Watch the commercial here : His Story
Watch the commercial here : Her Story
The new ads
are an extension of the Move On positioning of the brand. The brand is based on the current psyche of youth .The premise of the new positioning is that Indian Youth tend to be very "detached " in their relationships.
The new campaign has taken this premise to a new level. While the previous campaign was based on a romance break up , the new campaign goes deeper than just flirting.
The ad is definitely interesting and the two versions makes it more interesting. The younger crowd is going to enjoy it .
How ever the question is whether the brand is taking the Move On concept a bit too far. It is true that such kind of dating and experiments happen and the debate is still there as to whether such a kind of indulgence is to be encouraged or not.
I am not a moral advocate or a Srirama sena member !!! . I personally believe that it is the choice of an individual to live the life he/she wants provided it is within the social framework.
It may be true that the younger generation are non-committal in their relationship. It is also true that there is a trend of irreverence and " take it or leave it " attitude prevalent among the urban youth community.
But the question is whether a brand like Fastrack should align with such a trend ?
Read the perspective of Adman Lakshmipathy Bhatt here .
There is nothing immoral or unethical in the new TVC. But I personally feel that such a trend among the new generation is not something that should be celebrated.
"Gotta get rid of him " and " Who s next " seems too extreme for me ( conservative as Iam). How ever I am sure that the youth will love it .
Related brand
Fastrack
are an extension of the Move On positioning of the brand. The brand is based on the current psyche of youth .The premise of the new positioning is that Indian Youth tend to be very "detached " in their relationships.The new campaign has taken this premise to a new level. While the previous campaign was based on a romance break up , the new campaign goes deeper than just flirting.
The ad is definitely interesting and the two versions makes it more interesting. The younger crowd is going to enjoy it .
How ever the question is whether the brand is taking the Move On concept a bit too far. It is true that such kind of dating and experiments happen and the debate is still there as to whether such a kind of indulgence is to be encouraged or not.
I am not a moral advocate or a Srirama sena member !!! . I personally believe that it is the choice of an individual to live the life he/she wants provided it is within the social framework.
It may be true that the younger generation are non-committal in their relationship. It is also true that there is a trend of irreverence and " take it or leave it " attitude prevalent among the urban youth community.
But the question is whether a brand like Fastrack should align with such a trend ?
Read the perspective of Adman Lakshmipathy Bhatt here .
There is nothing immoral or unethical in the new TVC. But I personally feel that such a trend among the new generation is not something that should be celebrated.
"Gotta get rid of him " and " Who s next " seems too extreme for me ( conservative as Iam). How ever I am sure that the youth will love it .
Related brand
Fastrack
you just echoed my thoughts about the Ads. They aren't crossing the line but still ... I guess its just in the genes to not love such a philosophy
ReplyDeletews flabbergasted 2 see dat, never xpectd dis kind of an Ad from the Tatas.unacceptable frm a cmpny which is knw 4 its values..If UB or sme stupid scent bottler like zatak or axe does who cares???The best option will be to ostrasize children frm television.
ReplyDeleteHi Harish
ReplyDeleteI have been a avid reader of ur blog.I simply love reading your analysis on ads and products.
The previous ads were cute and naughty-the one with the attendance in a classroom.But it still limits the age grp.
With this ad-they have changed the setting and are trying to bring in a 'slightly older than the college generation' group.
Dear Sir,
ReplyDeleteMy Personal view is that emphasising more on this positioning itelf is a threat to the brand. Because, It is MOVE ON.. and those who move on are said to be UNFAITHFUL. As a result, those who wear FASTRACK would wear the image of Unfaithfulness, which may result in a HESITATION to go for this brand.
Please correct me if I am wrong..
Hello Professor
ReplyDeletePersonally, I think the ads are strictly ok. The branding for the watch has come out well, but I the connect between the watch and the positioning is poor. While attitudes are important in framing the positioning, this one to me is quite tangential.
I am a liberalist when it comes to "relationships", but I do think the average teen/youth who would purchase a fast track watch would frown over such frivolous relationships. While it may be something thats creeping into relatively higher income groups, the nouveau riche who would be an identified target segment, might feel alienated.
Good Sunil! Nice reply and thoughts over the given article. Good article too. Have you any thought about the Woodland formal shoes?
Delete